Non-US % — sessions from outside the United States. We only sell in the US.
Zero-intent % — sessions with no weighted event at all (no product view, cart, form, chat or call).
Data-center % — sessions from server-farm cities (Ashburn, Boardman, Council Bluffs, The Dalles, Quincy, Moses Lake, Prineville and similar), where clouds run, not shoppers.
65+Likely bot · 40–64Suspicious · under 40OK. Hover a score in the table to see its parts.
GA “engaged” and bounce are not used: GA marks 94–96% of affiliate sessions as engaged, bots included.
The weights are a judgement call, not yet calibrated on confirmed good/bad affiliates.
Brand search ads vs other clicks
Each session that lands on an affiliate link (UpPromote sca_ref or Awin) is classified by its URL:
Brand search ads — the URL has a Google click id (gclid / gbraid) that is not one of our clicks, and gad_source = 1 or 4 (Google Search), or the referrer is google.*; or a Microsoft Ads click id (msclkid) arriving from Bing, Yahoo or DuckDuckGo. The affiliate ran their own search ad on their link (some disguise it as utm_source=email).
Without search ads — everything else: a plain link (blog, social, email), our own ad, or display / YouTube / Gmail ads (gad_source 0, 2, 3, 5).
Why “brand”: Google does not pass the keyword, so it is inferred. When these clicks spike, our brand impression share drops while non-brand is flat; the advertisers show up as “northvalehomestudio.com” in Auction Insights and live on the “northvalehomestudio” results page (insights_log, 2026-09-29).
In the main reports these sessions count as google / cpc without a campaign, not as affiliate sales.
Other numbers
Sessions — first session of each visitor on an affiliate link; Visitors equals sessions for that reason.
Weight — sum of event weights inside that session (same weights as the rest of the dashboard); Weight / session is the quickest quality check.
Leads = chats + sale calls + forms. Purchases = Shopify purchase events in the session.
The map and city list click-to-filter the whole tab; the date picker at the top applies here too.
Live data from BigQuery (refreshed every 15 minutes, from Jan 1, 2025) (main_kpi_with_budget, weight_distribution); Meta creatives: Meta Marketing API previews, lead forms and CRM estimates (matched by email/phone within 180 days of the lead), follow the date picker. Attribution: last non-direct session by session date; recent days are still maturing. “Exclude Local” removes Local / Showroom / store-visit / Porcelanosa campaigns by name. Channels = sourceMedium_only. Weight: some form events are kept for only the last 300 days in weight_distribution, so year-over-year weight is not like-for-like.